重庆文理学院学报（社会科学版）2024，Vol.43Issue(1)：49-60,12.DOI:10.19493/j.cnki.issn1673-8004.2024.01.006
电商直播中消费者购买意愿影响因素研究
Research on the Influencing Factors of Consumer Purchase Willingness in E-commerce Live Broadcasting:Based on the Elaboration Likelihood Model
摘要
Abstract
As e-commer ce live streaming enters a new outlet,its huge busin ess potential has received more and more widespread attention,and consumers'willingness to purchase has become an important factor affecting the sustainable development of e-commerce live broadcasting.The Elaboration Likelihood Model(ELM)was used to construct the influencing factor model of consumers'purchase intention based on the central path and the edge path,and an empirical analysis was made on the impact of product factors and anchor characteristics on consumers'purchase intention in e-commerce live broadcast.The study shows that product quality,price concessionality,anchor attractiveness and anchor interaction have significant positive effects on the purchase intention,but the impact of anchor professionalism on purchase intention is not significant.Under the central path,product quality and price concessionality affect consumers'purchase willingness through practical value;under the edge path,anchor professionalism,anchor attraction and anchor interaction affect consumers'purchase intention through hedonic value.关键词
电商直播/双路径模型(ELM)/感知价值/购买意愿Key words
e-commerce live broadcast/Elaboration Likelihood Model/perceived value/willingness to buy分类
管理科学引用本文复制引用
刘军跃,孙华悦,李军锋,陈瑞,张渊,董秋霞..电商直播中消费者购买意愿影响因素研究[J].重庆文理学院学报（社会科学版）,2024,43(1):49-60,12.基金项目
重庆市社会科学规划项目"社会化电商用户的认知、情感体验与购买意愿研究"(2021NDYB062). （2021NDYB062）
